PENGARUH VIRAL MARKETING DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN DI DAPOEKAKA

Abstract

    This research was entitled: “Pengaruh Viral Marketing Dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian di Dapoekaka”. The purpose of this study is to determine the effect of viral marketing and customer trust on purchasing decisions. This research was conducted in February 2022 to June 2022.

     The theories used in this research are theories of Management, Marketing Management, Viral Marketing, Customer Trust, and Purchase Decision.

The method used in this research is descriptive with a quantitative approach with a view to finding the relationship between research variables using statistical formulas. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The sample in this study amounted to 95 people.

    The results of the study prove that: (1) Viral Marketing has an effect on Purchase Decisions, (2) Customer Trust has an effect on Purchase Decisions, and (3) Viral Marketing and Customer Trust simultaneously have an effect on Purchase Decisions.